企业注册商标商誉的管理与保护——从“王老吉”和“加多宝”商标系列案谈起

商标只是一种具有区别商品或服务来源功能的识别性标记。通过企业对商标（trademark）的实际使用，企业可以在特定商标与商品或服务之间建立一种联系，使商标具有超出标记本身的商誉（Goodwillofatradeorbusiness）。透过“王老吉”和“加多宝”商标系列案，我们可以看出商标与商誉不仅可以分离存，甚至可以同时分属于不同的权利人。因此，不同于通过商标注册途径来保护商誉的研究，对商誉的后商标管理与保护也非常具有研究价值和实践意义。

Management and Protection of Enterprises Registered Trademark and Goodwill from"WLJ” and"JDB”Brand Series of Case

Trademark is just one kind of identifying marks which can help the consumer to distinguish the source of goods or services. Through the enterprise＇s actual use of trademark,it can establish a certain relationship between the company and goods or services to make the trademark have additional reputation （Good will of a trade or business）. Through the ＂JDB＂ and ＂WLJ＂ brand series cases,we can see that trademark and goodwill not only can be separated,but also can belong to different ob- ligees. Therefore it is different from the way to protect the goodwill by trademark registration, the management and protection of goodwill also has a high research value and practical significance.